CCTV news:Every holiday season, the passenger flow of distinctive pedestrian streets and commercial streets in various places increases significantly, and the introduction of new scenes and new business formats is accelerated. From urban business districts to county business districts, consumption is transforming from “buying goods” to “focusing on experiences.” Next, let’s go to various “taste” business districts together.
During this Mid-Autumn Festival holiday, in the Yuyuan business district of Shanghai, the traditional Mid-Autumn folk custom of “walking on the moon” in old Shanghai has a new expression. Dynamic light and shadow and digital interactive projection create a new night tour route for consumers. For the first time, a real-life stage on the water is built on the Jiuqu Bridge. New technologies such as artificial intelligence are used to empower the sound, light and electricity presentation of the stage, giving people a new sensory enjoyment. In the Huaihai Road business district, many consumer-grade robots have opened their first stores one after another. Many tourists took advantage of the holidays to make a special trip to the store to experience the new robot products.
In addition to technology bringing new experiences to the business district, service consumption in Shanghai also provides a more personalized experience. The first “Shanghai Customized” comprehensive space was unveiled on Nanjing Road, where many time-honored and original design brands gathered together. At the Shanghai National Musical Instruments Exhibition, the pipa and guzheng used for playing can be customized in terms of appearance, material, texture and timbre. The electronic facial masks and other skin care products on the stand nearby can also be customized, making ordinary beauty products say goodbye to the “one thousand people only”.
In Chengdu, Sichuan, “natural scenic spots” have been moved into shopping malls. Surrounded by flowers and green plants, the mountain and forest scenery is scattered, and the snow-capped mountains and the city blend into the same frame. Relying on the “park-style consumption scene”, catering stores launch garden-style outdoor dining, where consumers can experience the fun of wood craftsmanship. The average daily passenger flow of shopping malls during holidays can reach 60,000, making “taking a micro-vacation in shopping malls” a new consumer experience.
Catering to the consumption needs of young people, a series of new business formats such as trendy cultural and creative, circular and low-carbon businesses are also newly established in the mall. Walking into this mall, this store focuses on recycling and low-carbon. New models such as “old items recycling” and “try new products before buying” are very popular among young people.
Since this year, Chengdu has implanted park ecology, industrial relics, and historical culture into commercial spaces, cultivating a number of new landmarks for consumption such as Eastern Suburb Memory and Yuanye.
Mid-Autumn Festival Taste·Business District Taste: Updates and Expansions to Gather Popularity and Upgrade the County Business District Experience
During the holidays, the consumer market in county areas is also very popular. Since this year, a number of renovated shopping malls in county areas have made their debut. From “updated business formats” to “new services”, the increasingly diversified consumer experience has accelerated the upgrading of the taste of county business districts.
In Hua County, Anyang, Henan, this upgraded and renovated shopping mall made a new appearance with “trendy technological experience + traditional Chinese culture”. The mall serves more than 70 experiential brands and has built a new high-end professional cinema equipped with 7 standardized professional cinemas. At the same time, it has innovatively introduced two new trendy experience formats, the Fantasy Flying Theater and the VR Experience Hall, to create realistic and immersive fantasy scenes.
Taking advantage of the Mid-Autumn Festival holiday consumer boom, the mall also launched a series of large-scale Chinese-style garden activities, a Mid-Autumn Festival fun mooncake rolling interactive game, customized racing tracks with interesting gameplay, and a series of other activities to enrich consumers’ shopping experience.
While consumer demand is being met, more personalized services are also being provided in county business districts. This shopping mall, located in the core business district of Gong’an County, Jingzhou, Hubei, has been updated and its original “box space” has been transformed into an 8,000-square-meter “supermarket + catering integrated business area.” Seafood fresh out of the steamer, hot pasta and desserts, as well as freely mixed stir-fries, and the strong smell of fireworks attract many consumers to shop and dine.
Currently, of the more than 120 merchants in the mall, nearly 20% are service experience-based consumer businesses. In addition, shopping malls and supermarkets have also launched online ordering and intra-city delivery services. County residents, like residents of big cities, can enjoy more and more new consumption formats at their doorsteps.
Data show that as of the end of August, the cumulative year-on-year growth rate of rural consumer goods retail sales in my country has been higher than that in urban areas or basically the same as in urban areas for 56 consecutive months. From January to August this year, county and township retail sales of consumer goods accounted for 39% of the country’s total retail sales of consumer goods, 0.3 percentage points higher than the same period last year.
Mid-Autumn Festival Taste·Business District Taste: Expansion of trade-in subsidies and smart products selling well
During the holidays, sales of 3C digital products, smart home appliances, smart homes and other products continued to be hot. While the scope of trade-in subsidies continues to expand in various places, shopping malls have also launched various subsidy policies to inject new vitality into consumption.
This year, Hunan will include 10 categories of “smart home” products that are suitable for aging into the scope of subsidies. In this home appliance store in Xiangtan County, Hunan Province, many middle-aged and elderly customers are welcomed during the Mid-Autumn Festival holiday, and products such as smart door locks, smart dishwashers, and smart toilets are very popular.
Guizhou has added 10 categories of smart home products, including clothes dryers and electric heaters, into the scope of subsidies based on local weather conditions in autumn and winter. In addition, in response to the market sales situation, the mall has also simultaneously optimized the service process and expanded after-sales installation personnel to ensure that the machine can be delivered and installed within 24 hours of purchase.
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